According to a 2024 survey by Euromonitor International, Brazil is Latin America’s largest food delivery market, generating over R$40 billion annually. The trend, which was already consolidating, gained momentum with accelerated digitalization and new consumption habits among younger generations who prefer eating at home with convenience and speed. Within this scenario, dark kitchens—kitchens exclusively focused on deliveries—have been gaining traction as a scalable, efficient, and low-fixed-cost model.
It is in this context that the story of Luiz Paulo Cypriano, 35 years old, stands out. A chemical engineer by training, Luiz decided to radically change careers after recognizing, as early as 2019, the long-term potential of food delivery. ‘Even before the pandemic, I saw the growing demand for fast, quality meals. In my city, delivery was dominated by pizza and fast food. I saw an opportunity to offer something different,’ he recalls.
The first venture was ‘Brasileirinho Delivery,’ which was later incorporated by Tastefy, a network that operates under the dark kitchen concept with a multi-brand model. The change was a turning point. ‘The acquisition gave us support, increased our visibility, and allowed us to scale efficiently.’
Before becoming an entrepreneur, Luiz worked as an engineer in charge of an industrial plant under a traditional work structure. Although stable, the career required frequent relocations. ‘This instability made me think about the value of putting down roots. Starting my own business gave me geographic freedom and professional autonomy. It’s challenging but rewarding.’
Since entering the industry, Luiz has experienced significant transformations, both in the business model and in management. Among the key lessons he highlights two:
‘The first was understanding the power of a multi-brand operation with strategic support. The second was realizing that growth isn’t just about marketing investment but ensuring operational efficiency. When I adjusted my focus, the business took off.’
The numbers confirm it: during a local event, his operation grossed R$110,000 in just four days, averaging 600 orders per day. For Luiz, this milestone validates his chosen model and shows there’s still room to grow, even as competition on marketplaces increases.
The digital nature of the business, fully focused on delivery, required adaptation. Luiz had no prior experience in delivery or brand management, but his technical background was an advantage. ‘Engineering helped me understand processes, metrics, and people. The rest, I learned hands-on.’
He believes the dark kitchen model solves one of the biggest bottlenecks in traditional operations: the difficulty of scaling while keeping costs under control. ‘In a physical restaurant, to grow, you must open new locations. In dark kitchens, you can scale intelligently using the same space and infrastructure.’
Moreover, consumer behavior is changing. Luiz notes that with the multi-brand operation, he caters to different profiles, but observes a clear trend: ‘Younger generations prefer staying home. They don’t go to bars or restaurants as much. For them, delivery is the natural way to consume food.’
He also credits much of his success to the support from the franchisor. ‘Tastefy is always market-driven, runs campaigns, provides consultancy, and maintains open communication with franchisees. That makes a difference.’
The future? He sees it clearly. ‘Dark kitchens are undoubtedly the evolution of food service in Brazil. They’re flexible, scalable, and adaptable to changing consumer behavior. I have no doubt they’ll dominate in the next decade.’
Luiz Paulo’s journey from engineering to managing a successful digital kitchen is more than an inspiring case—it’s a testament to how innovation, timing, and entrepreneurial courage translate into concrete results in a fast-changing sector.
